[雙語翻譯]品牌戰(zhàn)略外文翻譯--希臘葡萄酒公司的品牌戰(zhàn)略（英文）

1、 Procedia Economics and Finance 1 ( 2012 ) 421 – 430 2212-5671 © 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of the Organising Committee of ICOAE 2012 doi: 10.1016/S221

2、2-5671(12)00048-2 International Conference On Applied Economics (ICOAE) 2012 Branding strategies in Greek wine firms Aspasia Vlachveia*, Ourania Nottab and Tsakirianidou Efterpia aTechnological Educational Institute of

3、West Macedonia, Dept. of International Trade, 52100, Kastoria,Greece bTechnological Educational Institute of Thessaloniki, Dept. of Rural Development fax: 00302310332592 E-mail address: vlahvei@kastoria.teikoz.gr Avai

4、lable online at www.sciencedirect.com© 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of the Organising Committee of ICOAE 2012 Open access under CC BY-NC-ND license.Open access un

5、der CC BY-NC-ND license.423Aspasia Vlachvei et al. / Procedia Economics and Finance 1 ( 2012 ) 421 – 430 whilst geographical indications can be considered as club goods (Josling,2006). Geographical indicators sh

6、ould be divided into two categories: protected designations of origin (specific geographic, environmental and human influences on the region) and protected geographical indications (the quality, reputation or other at

7、tributes specific to the region). In most cases the PDO/PGI certification scheme is primarily a mechanism to protect national producer interests rather than a marketing tool (Ilbery and Kneafsey,2000). Durrieu (2008) s

8、ummarized the three ways of defining the Regional Branding concept in case of French: geographical characteristics such as PDO and PGI, umbrella brand, that takes into account the interactions between individuals and c

9、ollective reputation, and brand constellation, which is a combination of wine color, origin, vineyard, price, varietal names or combinations, winemaker and style have on the buyer’s perception of the product. Dimara et

10、 al (2004), for Greece, argue that regional denomination certification can be considered either as a promotion or protection strategy from the producer’s point of view. However, their results suggest that for most prod

11、ucers PDO certification is not evaluated as an important marketing indicator but as a protection strategy raising barriers to entry. Regional brand or “Brand Constellation” combines the following cues used by the consu

12、mer: color of the wine, country or region of origin, vineyard, price including discounts, varietal names or combinations, winemaker(s) and style (Lockshin Van Ittersum et al., 2007). Moreover, Van del Lans et al, (20

13、01) pointed out that the success of a marketing strategy based on the region of origin crucially depends on consumer’s awareness and favorable image of the region. These findings are fully in line with findings from th

14、e country of origin and branding literature (Kotler and Gerner, 2004; Verlegh and Steenkamp, 1999). Accordingly, a marketing strategy based on regional certification labels resembles a branding strategy in many aspects

15、, particularly in terms of reputation building and promotional activities (Teubor, 2011). 2.2. Packaging/Label Rundh (2005) stated that the structural changes in the European food industry require a need for competiti

16、veness, where packaging can make a difference for many consumer products. Rocchi and Stefani (2005) found that individuals respond to wine packaging around two fundamental dimensions. In the first dimension, consumers

17、seem to be affected by the bottle’s shape, size and color, while in the second dimension they consider the dress of the bottle on the basis of other packaging elements, such as labels and capsules (Wansink, 1996; Wansi

18、nk et al, 2005; Silayoi and Speece, 2007). Often associated with a brand, or used as a synonym for a brand, is the label on the wine bottle. Prompting the brand discourse is the label, as the label is the tangible evid

19、ence of the brand. Along with the brand name, image, picture or logo, a label also provides a consumer with information about the style of wine (taste and aroma), a description of the wine, wine and food pairing option

20、s, awards and medals won, the wine maker, the wine region, and vintage. Findings from Atkinson (1999) and Barber et al. (2006) indicate that the label factors into consumer decision making and that consumers use the la

21、bel to reduce anxiety in their wine choice. Rocchi and Stefani (2005) show that color is the most basic level of perception and is used by respondents both to stress differences of opinion and to express preferences. R

22、eactions to labels are more complex. Labels provide important extrinsic cues (i.e., attributes that are not part of the physical product) to be used by consumers to assess quality (Chaney, 2000; Reidick, 2003; Verd

23、0; Jover et al., 2004). While the front label is usually considered for evocation, the back label is expected to provide technical information about the wine (Charters, Lockshin and Unwin, 1999; Barber, Almanza and Don